Estrella Galicia Announces New Can Format and Music Venue Sponsorship

12 Mar 2014 --- Spanish premium lager producer, Estrella Galicia, is launching a 500ml can format to the UK for its 4.7% product.

The news comes alongside the announcement that the number one lager brand from Galicia has become the official sponsor for London’s premier alternative music venue, Oval Space.

The UK launch of Estrella Galicia’s 500ml cans will see the product available in both convenience and cash and carry sectors – as well as an on-trade focus to develop listings in music venues and at independent festivals – with the aim of increasing overall brand awareness and driving distribution of Estrella Galicia.

Taking the place of previous beer suppliers, Red Stripe – Estrella Galicia is now the sole beer on sale at the Bethnal Green-based venue, Oval Space, as well as holding the title of main sponsors. Estrella Galicia will be available in 500ml can format at the venue.

The new ‘Oval Space Meets Estrella Galicia’ collaboration will run for the next 12 months and will see the award-winning, authentic Spanish lager sponsor 12 music events.

The new sponsorship deal further demonstrates the important part that music plays in the brand essence of Estrella Galicia and follows the huge success of the recent Son Estrella Galicia and 981 Heritage Music events – a calendar of gigs and concerts that run every month across Spain that have recently rolled out across London.

The ‘Oval Space Meets Estrella Galicia’ partnership will be underpinned by social media activity on a UK Facebook page that will host ticket give-aways to help drive brand awareness and through tent card competitions. Estrella Galicia branding will also be present on-site at Oval Space; online on the venue’s website and also on all gig tickets.

The first sponsored Estrella Galicia events will take place at the Oval Space on March 6th and March 21st.

Estrella Galicia first arrived in the UK at the end of 2012 and last year celebrated its official launch, focusing on its three key varieties for the UK – Estrella Galicia 4.7%; 1906 Reserva Especial and 0.0% Alcohol Free.

Targeted at young professionals, Estrella Galicia lager offers consumers a unique, premium product and a brand visibility that sets it apart from other mainstream offerings.

Lindsay Castling, brand manager at PLB, said: “We were proud to bring the flagship beer, Estrella Galicia, to the UK and since its launch the brand has had a great response from the British public.

“With the UK launch of our 500ml Estrella Galicia 4.7% cans, we hope to continue to drive this momentum – supported by excellent partnerships, such as our sponsorship of the Oval Space. This activity is a great coup for us – especially taking the place of such a well-known brand as Red Stripe as suppliers – and the additional sponsorship fits perfectly with our brand ethos and target market.

“We look forward to working with Oval Space this year and seeing the reception this product gets in both the UK on-trade and off-trade.”